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Email Data, When More Data Might Mean Less!
My friend and colleague has a great quote about data hygiene, “Unlike fine wine, data doesn’t get better with age.” I always laugh when I think about it, but it is really a great analogy. Not only does this apply to postal data but to email as well.
RMI approaches email data hygiene using a multi-pronged approach to ensure you are getting the most out of your email data.
1) When it comes to the size of your email database, more might mean less. We hear from clients who always state a large portion of their database doesn’t open or engage with their email communications. How do we combat this group of chronic non-responders?
2) We have an email verification tool which matches inactive email addresses against a file of millions of records to see if there is any activity over a 12 month period.
3) If we are unable to ascertain any activity (7-12 months) from these addresses, we’d recommend performing an Email Change of Address (ECOA) to determine if the inactivity may be caused by a new email address being used.
4) What are the benefits of good email hygiene?
a. It maintains a good relationship with Internet Service Providers (ISP) and Email Service Providers (ESP). This is vital since your sender reputation will allow you to get your email delivered.
b. Spam traps are emails (usually active at one time but now abandoned) used to identify senders who add email addresses without user permission. These emails can cause hard bounces and can potentially lead to blacklisting by email providers.
c. Validated emails will increase engagement which will lead to revenue, decreased marketing costs, improved reputation and a cleaner list.
RMI would like to extend an offer of free email validation on 1,000 of your most “challenging email customers” who for some reason have been silent and disengaged from your e-communication. Let us show you how we can improve this group of names and prove the value of this important validation process.
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